Based on the novel by Harold Robbins, this is the story of Loren Hardeman, Sr., a Midwestern automobile manufacturer (Lord Olivier) who pins his future on The Betsy, a "wonder car" named after his daughter (Kathleen Beller). The Betsy is designed to last practically forever, which doesn't rest well with the "planned obscolence" mindset of the auto industry. Flashbacks cover his career from his 40s to the present, when he is in his 90s. Hardeman, Sr. has a weak-willed son, Hardeman, Jr., (Robert Duvall) who is forced into taking charge of the family business.